Differentiating through experience design
How does a major European-based insurance company establish a leading position in the mature, highly regulated and competitive North American employee benefits and financial services market? You place a premium on the kinds of innovation that can penetrate and shake up a calcified marketplace. And, you engage an innovation partner that can help you reinvent the business, from service and products to tools and experiences. A partner like Lippincott.
Lippincott led prototype exploration and development with a pinpoint goal: engage prospective brokers in high-impact demonstrations of what it would be like to work with our client. Through the innovative use of technology, we created a never-before-seen digital product that automated, personalized and optimized every stage of the broker experience.
The digital interface streamlines collaboration between the company, brokers and employees. A personalized portal for mobile and tablet delivers real-time compensation data displayed in stylized graphs so that brokers can see at a glance where their book of business stands. The portal makes it easy to access product and compliance information and track clients through its location-based services and social media data.
On the heels of this new broker experience prototype, Lippincott was awarded the lead innovation role for the consumer benefits recommendation experience. We took the entire process online and utilized AI technology to create a more human and personalized experience, delivering a customized insurance vision with a highly personalized narrative.
Our design was a simple and engaging interface that uses real-life examples to demonstrate how each of the benefits works together. This personalized experience ensures customers feel confident in their choices and cared for by their insurer.
Additionally, a critical need for our client was a way to explain to brokers why their offering was better than others. For this, Lippincott architected a purpose strategy and guiding principles that emphasized our client’s differentiating attributes: people and technology.
Lastly, Lippincott laid out the 401(k) customer experience in its entirety, using extensive customer and employee research to understand each touchpoint’s feasibility and its impact on the customer and the business’s bottom line. Working closely with our client’s internal teams, the result was a prototype that dramatically improves each customer experience.
Armed with these innovative offers, the company continues to shift expectations within a highly competitive market while attracting the very best brokers to work with the firm. And together, we continue to work with the company on new innovations, identifying opportunities across the insurance ecosystem primed for disruption.